Tinder Plus: why are older users being charged more?

Tinder launched its highly anticipated premium service this week, but has received a backlash from users over its age-based fees.

In the UK, Tinder Plus will costs users aged 18-27 just £3.99, but those aged 28 or over will be forced to pay £14.99 for the premium services.

A similar price advantage will be offered to younger users in the US, who can upgrade for just $9.99, compared to $19.99.

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Tinder has defended the move, saying it was the result of extensive testing and pointed to other companies that offer differentiated price tiers by age, such as Spotify's offer for students.

"Younger users are just as excited about Tinder Plus, but are more budget constrained, and need a lower price to pull the trigger," said Rosette Pambakian, vice president of corporate communications at Tinder.

However, others disagree. "It seems more likely it's a way to get the [younger] demographic that Tinder wants on the service, and using price as a way to create a barrier to others," tech entrepreneur Paul Kedrosky told the BBC. "I just think it's – for want of a better word – sleazy."

The premium ad-free package will allow users to undo swipes, change their location and have unlimited likes.

The company says Rewind and Passport have been the two most requested features on the dating app. "If you accidentally swiped left on someone you wanted to get to know, they are no longer lost in the Tindersphere forever. Get them back with the touch of a button," said the company.

The passport function allows users to change their location to swipe, match and chat with people around the world.